Panini: the family, the figurines, the legend

From a modest newsstand on Corso Duomo to a global icon of collectibles, Panini embodies a story that blends family devotion, hard work, and an eye for opportunity. What began in 1961 as a simple idea—to seal away surplus football figurines with magazines and newspapers—has evolved into a thriving enterprise whose name alone evokes a world of stickers, albums, and shared moments of childhood.

Antonio Panini, son of founder Giuseppe Panini, still recalls the early days with cinematic clarity. He grew up almost in the same building as the company, in Via Emilio Po, watching the rhythm of meetings, decisions, and the founding family’s daily life. “I remember everything very well”, he says, “the employees, my father with his brothers, the meetings to decide what to do”. The atmosphere was intimate, almost a microcosm of a large family, where trust and proximity shaped every choice. The company’s public image has always been inseparable from Antonio’s own experiences at school. Classmates knew he was the son of the “king of figurines,” and he didn’t hide the fact that he enjoyed helping friends complete their albums. “I was very popular,” he recalls. “Everyone looked for the missing cards, and I willingly lent a hand”. The line between family business and personal life blurred, turning a hobby into a vocation. The transition from pastime to profession felt almost inevitable.

Antonio joined the company in 1981 and stayed until 1988, a period marked by growth, adaptation, and the eventual transfer of leadership. The Panini Comics legend did not rest on nostalgia. It adapted to changing times, expanding beyond domestic markets to Asia and South America, where lower prices made their stickers accessible and desirable in developing markets.

Leadership, however, proved to be more than market positioning. It was a culture: a “climate” of work and a sense of shared purpose. The Panini Group story credits the collaboration and resilience of Hugo Sallustro and a team capable of embracing new technologies—from social media to digital platforms—while preserving a craftsmanlike attention to quality. The hobby could have remained a pastime; instead, it grew into a global phenomenon.

Even in the realm of sports sponsorship – most notably the successful alliance with Pallavolo Panini and the yellow-blue team – the core remains constant: a love for the game, a deep respect for labor and a familial approach to business.